Campaign Details

CNN International

Sponsorship of six 2020 Visionaries 50-second films and a 15-minute programme hosted by CNNMoney’s Laurie Segall

Co-branded tune-in promos

Capgemini TV spot campaign and competition call-to-action

CNN.com

Dedicated 2020 Visionaries integrated hub on CNNMoney.com

Co-branded banner campaign across site and CNNMoney

Co-branded permanent feature box on CNNMoney main page

Native Cards and Super Ad

Social

Amplification of 2020 Visionaries content on CNNMoney Facebook

Brand ambition

In 2016, Capgemini launched Innovators Race – a competition for students from some of the best IT and business universities around the world.

Their task, to devise solutions to real-life business challenges was set by six international brands. Capgemini sought a media partner to help promote and drive traffic to the competition. It also wanted an association with relevant editorial content that reflected the brand’s innovative qualities and ultimately increased its brand awareness worldwide.

Big idea

On television and online, the focal point for the campaign was Capgemini’s sponsorship of CNN’s 2020 Visionaries, a series of short animated films that each showcased an innovator and the technology they are inventing or using in a different way.

Create produced a series of complementary native videos about the students taking part in the competition. They also featured an innovator from the 2020 Visionaries series mentoring the finalist student teams.

CNN’s media strategy had multiple touchpoints across CNN International’s TV, digital, social and mobile platforms to carefully connect with audiences.

Results

89%likely to consider*

66%more aware of Capgemini

7.7mad impressions

69%video completion rate

Source: *Percentage of those that recall advertising are more likely to consider Capgemini, BDRC Continental Research, March 2016. Adobe Analytics.

The campaign was so successful that Capgemini has chosen CNN as its international media partner for its latest initiative InnovatorsRace50 in 2017.